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spfw: ghetz

(images via ffw)

apparently once not such an exciting brazilian brand, ghetz is reportedly of late repositioning themselves as a brand all the bright young things want to wear, showing at são paulo fashion week and hiring respected designer lucas nascimento to do the work.

he indeed sent that out, in a technology-laden knitwear collection, which featured odd chest braces reaching from the wool leggings to surround the models' apex areas. otherwise, there were neat little shift dresses, suits, jumpsuits, and quite a number of good coats, many of which were coloured in a sort of proenza schoulder-esque dip-dye of acidic lines in hues of orange, aubergine, cool blue, black, white, and gray.

it wasn't perhaps the easiest or most wearable collection, but this is a big step towards appearing in the pages of vogue magazine's editorials, the brilliant hues no doubt showing up nicely in the pages, and only a step from there to actual sales. it's amazing how fast a label can buy cool, really, and a little sad that we fall for it so quickly, no? makes one want to start looking at obscure brazilian designers...oh, wait...

(see the full show video here)

updated: with new images